LOVE

FAQ

Programma LOVE – Risposte ai quesiti arrivati in data 14/03/2026. 

1.Why are you seeking a new marketing agency at this time?

The Consorzio is launching a new three-year EU co-funded promotion programme and is therefore required to select an Execution Body through a competitive procedure, in compliance with EU Regulation (EU) 1144/2014. 

2.What are your preferred KPIs per Work Package?

The Consorzio expects the proposing agencies to define a comprehensive KPI framework as part of their technical proposal, in line with the objectives and activities outlined in the Technical Specifications.

3.Per Work Package, which strategies and tactics have worked well for you over the last five years, and which have not?

The Consorzio adopts an open and collaborative approach and expects proposing agencies to build on their expertise in defining the most effective strategies per Work Package and per market.

Market considerations:

• Brazil is considered a developing market, and the Consorzio is open to innovative and well-justified proposals.
• Canada requires a structured approach, with particular attention to engagement with provincial monopolies.
• The USA benefits from targeted and in-depth initiatives, including vertical events and educational formats.

Worked well:

• Integrated approaches combining PR, events, and trade education
• High-quality storytelling linked to PDO/PGI values
• Consistent and coordinated multi-channel communication Less effective:
• Fragmented or non-integrated communication activities
• Short-term, non-continuous PR efforts
• Purely consumer-oriented campaigns in less mature markets .

4.How are efforts toward wine and olive oil to be weighted, particularly related to the digital component?

The programme is designed to promote both wine and olive oil as complementary expressions of the European quality system, in line with the integrated approach outlined in the Technical Specifications. No fixed weighting is predefined. The Consorzio expects proposing agencies to develop and justify a balanced approach within their strategy. 

5.Of your constituent olive oil producers, what percentage are currently exported to each of the countries in this tender?

This information is not centrally structured. The Consorzio expects proposing agencies to take into account the different levels of market maturity when developing their strategy. 

6.Of your constituent wine producers, what percentage are currently exported to each of the countries in this tender?

This information is not centrally structured. The Consorzio expects proposing agencies to take into account the different levels of market maturity when developing their strategy. 

7.What are your three-year value target growth goals, per category, per country?

The programme aims to strengthen positioning, increase perceived value, and expand qualified market access. No predefined numerical targets are set. The Consorzio expects proposing agencies to define and justify appropriate growth objectives within their proposals. 

8. What are your three-year volume target growth goals, per category, per country?

No predefined numerical targets are set. The Consorzio expects proposing agencies to define and justify appropriate growth objectives within their proposals. 

9.To what factors do you attribute the recent growth of Gran Selezione?

The recent growth of Gran Selezione can be attributed to increasing demand for premium wines, clearer positioning within the quality pyramid, and strengthened communication around origin and quality. 

10.How important is gastro-tourism to your region?

Gastro-tourism can represent a valuable element in reinforcing the connection between products and their territory of origin. The Consorzio considers it a potentially relevant dimension and welcomes proposals that are able to integrate this aspect in a coherent and effective way within the overall strategy. 

11. Will the Submitting Agency be paid in Euros, or can local agencies be paid directly in their local currency? In the latter case, how would currency fluctuations be managed?

Payment conditions will be defined in the contract in compliance with the applicable framework. The Consorzio will make payments in Euros. The Execution Body will be responsible for managing payments to local suppliers in the currencies agreed with them. Any risks related to currency fluctuations shall be borne by the Execution Body. 

12.What are the payment terms (e.g., 30% upfront, 30% midyear, and 30% upon final reporting?)

Payment terms will be defined in the contract and linked to deliverables and implementation milestones. In general, no advance payments are foreseen. Payments will be made progressively in line with the execution of activities. Specific conditions may be defined on a case-by-case basis where needed. 

13. To what extent should digital communication be adapted to each target market? Is a single global digital strategy preferred, or should country-specific content and storytelling approaches be developed?

Reference should be made to the Technical Specifications. The Consorzio expects proposing agencies to define and justify their approach, ensuring coherence with the programme objectives and relevance to each target market. 

14.What existing digital assets should be considered or integrated into the programme? For example: current websites, social media channels, video archives, educational content, or materials provided by producers.

Reference should be made to the Technical Specifications. The Consorzio expects proposing agencies to define and justify how existing assets will be considered and integrated within their proposals. 

15. Does the Consorzio expect the agency to produce primarily new original digital content, or should the strategy mainly curate and amplify existing materials from the Consorzio and its producers?

Reference should be made to the Technical Specifications. The Consorzio expects proposing agencies to define and justify their approach. 

16.What role should paid digital media (e.g. social media advertising) play within the programme? Is there an expected balance between organic communication and paid digital visibility?

Reference should be made to the Technical Specifications. The Consorzio expects proposing agencies to define and justify their approach. 

17.Is there any existing audience data or consumer insights available (e.g. CRM data, website analytics, social media insights) that could inform the development of the digital strategy?

Reference should be made to the Technical Specifications. No structured or centralized audience data system (e.g. CRM) is currently in place. The Consorzio expects proposing agencies to define their approach to data collection, analysis, and insight generation, leveraging their expertise to support the development and optimization of the programme. 

18.Should the programme be aligned with existing international communication activities of the Consorzio Chianti Classico, or should it operate as a stand-alone communication platform for the programme?

Reference should be made to the Technical Specifications. The Consorzio expects proposing agencies to define and justify their approach. 

19.What are the exact start dates of the program? Jan 1st ?

The start date is subject to approval by the competent EU authority and the signature of the Grant Agreement. No fixed date can be confirmed at this stage. 

20.Does the budget need to be split evenly, within each market, across the three years?

Reference should be made to the Technical Specifications. The Consorzio expects proposing agencies to define and justify their budget allocation. 

21.Are the fairs required in Brazil? Could our own unique programming replace these events?

Reference should be made to the Technical Specifications. The Consorzio expects proposing agencies to define and justify their approach, including any alternative proposals. 

22: The budget templates did not include cells for 6.3 and 6.5 of the work packages. Please confirm that it is okay to add these. If not, please let us know if there is an alternative way to address them.

Of course, you can add cells for 6.3 and 6.5; the budget template is just a draft, you’re free to modify it in the sections where modifications are necessary.

23: How many producers would you anticipate participating in the walk-around tasting in the US and Brazilian markets?

We expect participation from a range of 10 to 20 companies, but we will only have the exact number of participating companies once the activity begins.

24: For the study trips to Europe, it states that this tender should include, “The offer must include: general format concept; program duration and structure; participant selection and profiling methodology; full logistics management; post-visit media and commercial follow-up plan; monitoring system for qualitative and quantitative outcomes.” Please confirm that “full logistics management” does NOT include flight costs, hotels on ground transportation. 

The costs flights, hotel accommodations, and ground transportation are included.

25: We have had some questions about how this project will impact the current promotions in the three countries. Are you able to let us know if this is a replacement for the current activities or in addition to. 

The project activities are in addition to all the activities carried out by the Consorzio.

26: Are we able to fund “influencers” from the advertising budget? 

Yes, this type of cost is eligible and covered under the project regulations.